Quickly scan this next marketing sample pulled from Rory Fatt's website promoting his consulting services to restaurant owners. What do you notice? He never mentions himself or what he's promoting in the first several paragraphs. Instead, he makes a point to connect with his prospect.
What's the problem you're trying to solve? Let's face it. Nine times out of 10 we're in the business of solving problems. What is the problem you're trying to solve? In this case, Fatt is trying to help restaurant owners stay in business.
Is there an enemy? A quick an easy way to let prospects know you're on their side is to identify a common enemy. It's a terrifc way to say, 'I'm just like you' and 'I know what you're going through.'
How can you show empathy? Ask the question that's constantly on your prospects' minds? What's keeping them up at night? And then begin to answer their question with the product or service you have to offer.
How can you agitate your prospects' frustration I like how Fatt goes right back into the pain his prospects are feeling so they get a taste of what it may feel like if they do nothing at all. You want them to say, 'Tell me what I need to do!' Did you notice ... how each element is highlighted in big, bold letters. You can quickly scan it and get the message and if you want more information a prospect can read on.